When Jonathan Wichmann's boss at worldwide shipping company Maersk Line told him that the company was approaching a point of being ready to dive into social media a little more than a year ago, the two agreed that it would face some difficulties that companies that mainly communicate with the public might not. "You can't fake it," Wichmann says. Wichmann was a consultant for the company at the time. After joining Maersk full-time, Wichmann stepped up to ha read more...

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